Ryan Reynolds’ humour continues to develop brilliantly in a crossover commercial for his two brands, Aviation Gin and Mint Mobile. This time, he features in a PSA-style commercial about emerging from lockdown into the outside world (desperate for human contact). It warns Don’t Aviation and Mint.

The simple spot is peppered with ill-advised sexts including, Reynolds alleges, one that his mother sent to his brother after one gin and tonic.

Reynolds is becoming quite a force in advertising, production and marketing. He launched his content agency, Maximum Effort, in 2018 and acquired an ownership stake in Aviation Gin. He retained his title as owner of Aviation after selling the brand and its owner, Davos Brands, in August 2020 to Diageo for up to US$610m. In 2018 also, he bought an ownership stake in Mint Mobile. On Monday, May 3, Maximun Effort completed a three-year first-look development deal with Paramount Pictures, which covers motion picture development for all Maximum Efforts projects, at all budget levels.

He has also created Satan and put him to good use: